Trust

Persuasive communicators should consider ethical issues on both the macro and micro levels. Without considering the ethical impact, the overall distrust of communicators may increase. Baker and Martinson (2001) explain that the public exhibits distrust in communicators “because they fear those in the field do not respect them as individuals and are interested only in achieving immediate and narrowly defined self-interest goals or objectives” (p. 165). 

To build trust with the community and to get the most out of persuasive messaging is of high importance to communicators. It is to the benefit of public relations professionals, the organizations they represent, and society as a whole to consider ethical issues when crafting native advertisements.